CASE STUDY
PortAventura World: Ads and recruitment campaigns
- NAME: PORT AVENTURA
About the author
Francesc Sánchez — CEO
1. Initial state
PortAventura World is one of the main leisure tourist destinations in Europe, known for its theme park, hotels, and unique, large-scale experiences. Every year, Halloween becomes one of its star seasons, attracting thousands of visitors with special shows, themed settings, and exclusive attractions.
From ARTIC we collaborate with the park's marketing team in the design and execution of a specific digital campaign for Halloween, with the goal of attracting new advance bookings, reaching strategic audiences, and maximizing online conversions during this period of high demand.
The main challenge was stand out among a very active leisure offer At that time of year, connecting emotionally with families, groups of friends, and thrill-seekers through an immersive experience from the first visual impact.
2. Plan of action
Creative campaign strategy: Conceptualization of the creative approach for Halloween, aligned with the PortAventura universe. We worked with a storytelling focused on adrenaline, mystery, and fun, tailored to the different target audiences.
Ads in Meta Ads:
We launched targeted campaigns on Facebook and Instagram, working with visual and video formats.
We create multiple creatives tailored to specific audiences (families, young people, tourists, previous year's users, etc.).
We optimize ads for conversion, using persuasive copy and clear calls to action like “Buy your ticket” or “Experience the most epic Halloween.”
Landing page:
We designed a campaign-specific landing page with clear information about Halloween activities, limited promotions, and a mobile-first approach.
We integrated booking forms, direct links to ticket sales, and engaging visuals that reinforced the excitement of the event.
A/B tests were conducted to validate which messages and images generated the most conversions.
Conversion tracking and measurement:
We've implemented the Meta pixel correctly throughout the website to track user behavior and optimize in real time.
Custom events were set up to measure everything from clicks to completed purchases, enabling data-driven decisions and scaling of the best-performing creatives.
We monitor key KPIs: CTR, CPA, ROAS, conversion rate and cost per acquisition.
2. Results
of ROAS
direct conversions from Instagram
in seasonal sales
Thanks to a well-defined strategy, combining creativity, advanced segmentation, and rigorous data control, we turned the Halloween campaign into a true success story. A collaboration between ARTIC and a leading entertainment brand demonstrates how digital marketing can boost even the most established brands.
